Following its recent acquisition of Carrefour Italia, NewPrinces Group is initiating a notable restructuring of the Italian supermarket chain, signaling a potentially disruptive shift in the contry’s large-scale retail landscape. Led by Angelo Mastrolia, the company plans a phased rebranding of over 300 Carrefour stores back to the GS brand, alongside aggressive cost-cutting measures aimed at both consumers and suppliers.The moves, already prompting reactions from industry partners, reflect broader pressures on European retailers to navigate a challenging economic climate and maintain competitiveness.
Following regulatory approval from Brussels for its acquisition of Carrefour Italia, the NewPrinces Group, led by Angelo Mastrolia, is initiating a strategic overhaul of the Italian supermarket chain. A key component of this transformation will be the return of the historic GS brand to supermarkets across the country, a process expected to take up to three years.
GS Rebranding Focuses on Lombardy, Cost Reduction Initiative Launched
The NewPrinces acquisition is poised to significantly reshape Italy’s large-scale retail distribution (GDO) sector, particularly in the Lombardy region. The move comes as retailers across Europe face increasing pressure to control costs and offer competitive pricing to consumers.
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Brand Conversion and Regional Impact: The ownership change will result in the conversion of over 300 Carrefour supermarkets to the GS brand, with a significant concentration in key regions like Lombardy.
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Substantial Investment: NewPrinces has allocated over €400 million in investments to support the brand relaunch and modernize store locations.
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Phased Rebranding Strategy: The brand identity conversion will begin in the Centro-Sud regions of Lazio and Abruzzo before expanding to strategic areas such as Lombardy and Piedmont, where the Carrefour name is well-established.
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Supplier Cost Reduction Request: Alongside the rebranding, NewPrinces has made its first major request of its commercial partners: a reduction in the cost of goods destined for store shelves. The ultimate goal is to achieve more competitive pricing for consumers.
2026 Price List: Supplier Letter and New Rates
According to reports from Corriere della Sera, NewPrinces has requested that suppliers submit their offers for the 2026 price list by December 15. The move signals a swift and decisive approach to cost management.
The company is explicitly seeking updated rates aligned with current market conditions. NewPrinces emphasized that cooperation is crucial for maintaining competitiveness and increasing sales volumes in a period of deflation, requiring immediate action on economic terms to strengthen collaboration.
“Net-Net” Billing System: A New Approach
Effective January 1, 2026, NewPrinces will introduce the “net-net” billing system, a change that has reportedly surprised many producers in the sector. This system represents a departure from traditional billing practices in the Italian GDO market.
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Defining “Net-Net”: The system establishes a single, fixed initial amount (“net”), to which only a markup and VAT are applied to calculate the final consumer price.
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Potential Benefits: This innovative mechanism streamlines administrative management and has the potential to enable a more transparent and competitive consumer price from the beginning of the supply chain.
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Challenges for Suppliers: The system significantly reduces suppliers’ flexibility to offer discounts, commercial initiatives, promotions, and retroactive incentives – elements commonly used in the Italian GDO sector.
This approach, already widely used in the discount sector and by British operators, marks a clear break from the usual practices of large-scale retail distribution in Italy.
